57 Questions About Metrics

You may be wondering: where do I start?

Asking questions helps me make sense of metrics.  It’s easier for me to think in terms of questions first, then look for the ways to answer them (whether that involves quantitative analytics, qualitative research, user testing, or some other tool).

Not all of these questions will be relevant for your business, but seeing a checklist can help you identify the questions that do make sense for you.  (It’s also useful to revisit this list from time to time, because as your business evolves, the questions you focus on will change.)

Acquisition

  • What sources are sending visitors to my site?
  • What are visitors searching for that brings them to my site?
  • What percentage of my visitors are coming from search / direct traffic / paid search / ads / referrals?
  • Which ad campaigns are convincing people to visit my site?
  • For the people coming to my site from direct traffic, how did they find out about us?
  • If a particular (non-paid) source is sending a lot of traffic to my site, how are they describing us?

Activation

  • Of all visitors to your site, what percentage of them convert to becoming a customer (signing up, subscribing, purchasing, starting a trial)?
  • Of the visitors who fail to become customers, where are they dropping off?
  • Which sources are most effectively sending me visitors who become customers?
  • Which sources are sending me lots of traffic that is not converting?
  • Which ad campaigns are most effectively sending me visitors who become customers?
  • Are visitors who came via search more likely to become customers?
  • How many times do visitors come to your site before they convert to customers?
  • How much time (in hours/days/weeks) does it take for a visitor to your site to convert to being a customer?
  • What is the first source that sent a customer to your site?
  • What is the last source that sent a customer to your site immediately before they became customers?
  • How does signup workflow (i.e. Facebook Connect vs. traditional signup, mobile vs. web signup, homepage vs. third-party partner) affect conversion rate?
  • Were visitors who viewed a video or product tour more likely to convert to becoming a customer?
  • How does collection of billing information (i.e. collected up-front, billed later, free trial to start, etc.) affect conversion rate?
  • What percentage of customers experience an error during the signup process?
  • Of the customers who experience an error during the signup process, how many persist and become customers?

Retention

  • What percentage of customers come back and log in again within a week / month / 3 months / etc. ?
  • What percentage of customers successfully complete configuration / setup such that they’re able to use your product?
  • Are customers who signed up from a specific source more likely to complete setup / configuration?
  • Of the customers who do not complete configuration / setup, where did they drop off?
  • Of the customers who sign up for a free trial, how long does it take for them to start actively using their trial?
  • How long does it take for the average customer to go from initial signup to successfully using the core features of your product?
  • What percentage of your customers are successfully using some advanced features of your product?
  • Which sources are most effectively sending me visitors who become customers who return?
  • Are customers with a specific demographic profile more likely to successfully return and use your product?
  • If you’ve offered discounts or coupon codes, are customers who used those codes more or less likely to successfully return and use your product?
  • Are customers who sign up because of a referral more likely to return and use your product more actively than customers who did not come in via a referral?
  • What percentage of your customers stop using / paying for your product each month?

Referral

  • What percentage of your customers are actively recommending your product?
  • What percentage of your incoming customers are coming in via referral?
  • How does referral method (Facebook, Twitter, email invitations) affect number of referrals sent?
  • How does referral method (Facebook, Twitter, email invitations) affect number of referrals that the recipient acts upon?
  • How does incentive affect referral behavior (both sending and acting upon)?
  • Who are your most active referrers / evangelists?
  • Are customers with a specific demographic profile more likely to recommend your product?

Revenues

  • How much in revenues are you making each month?
  • Are you on track to increase revenues from last month?
  • What percentage of your revenues are coming from new vs. returning customers?
  • How do your revenues break down between various plans/service levels/products?
  • Which of your customers are providing you with the most revenue?
  • How long does your average customer remain a paying customer?
  • How much time elapses between return purchases?
  • What is your average customer lifetime value?
  • Which sources are providing you with the most profitable customers?
  • Are customers with a specific demographic profile more likely to be more (or less) profitable?
  • What percentage of my customers are canceling due to billing errors as opposed to deliberate cancelation?
  • What percentage of purchases are coming from returning customers?
  • What percentage of your customers are upgrading from a free to paid plan?
  • What percentage of your customers respond to a cross-sell or upsell purchase?
  • If you offer multiple upsell calls to action, which ones are most successfully driving upgrades / additional purchases?
  • If you offer multiple payment options, which one is driving the highest percentage of successfully completed transactions?
  • What percentage of customers are experiencing an error during the billing / purchase process?
  • Of the customers who experience an error, how many persist and complete the billing / purchase process?

7 Responses to “57 Questions About Metrics”

Julián:

Very good. A practical guide for the implementation of metrics. Thanks

Andrew Skotzko:

Cindy, thanks for sharing this list. Really useful to see which questions I’ve missed when thinking through a new product I’m helping to grow.

Estamos contaminados | Fernando Gomez:

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Astor:

Great list of Product Evaluation Metrics !

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